Lanolab

We built the campaign around recognition instead of features, which meant starting with the customer rather than the product. We worked through each ideal customer profile individually, mapping how that person actually encounters the balm, what problem brings them to it, and what relationship they end up having with it. A mother's connection to the product is protective and constant, something she reaches for on behalf of other people. An athlete's is functional and preventative, a piece of kit carried for a known set of problems. Someone simplifying a beauty routine has a relationship built on trust in one thing over many. Same tube, entirely different meanings.

We shot it as a series of short films rather than product content, which meant real people, real texture and small unremarkable moments. The mom carries the pharmaceutical proposition, the runner and the creatives carry the cosmetic one, and neither word is ever spoken. We oversaw and coordinated the full campaign through production, and because the archetypes were defined before the shoot, one production delivered an asset bank already segmented by audience rather than a library that had to be cut apart afterwards

We handled the full rollout across Lanolab's social channels and pushed distribution through the stockist network, which is where the archetype structure paid for itself. Lanolab sells through roughly forty retail partners across six provinces and Namibia, and they have almost nothing in common: pharmacies and medical practices, sports retail, baby specialists, beauty bars, natural grocers and luxury lodges. Those buyers serve entirely different customers, so a single product film would have been wrong in most of them. The five archetypes meant every category had creative that was already native to it, from the pharmacy shelf to the trail store to the lodge bathroom. That success carried the partnership forward. We brought in Jelly Studios as design partner to build the email and paid media creative and to re-optimise the online store, turning the campaign into a permanent commercial system rather than a moment.